Copywriting and woodworking have much in common

Oh we could talk. We could go on an on about the Pinwheel copy philosophy and process. Copy is something that we're deeply passionate about. But this time we're going to keep our mouthes and our keyboards quiet and let this video explain, via the beautiful metaphor of woodworking, the art of copywriting. By the way, this applies to design and video creation as well. 

What we will click and tap about, however, is the importance of great marketing copy. Just saying those two words together, "marketing copy" makes you think about basic text that fits a space in the design that is generally about the topic of the page. But, in truth, it CAN BE soooo much more.

The written word, after all, is neurologically linked to the human decision making process. Visuals do not enjoy this same connection. Done properly, a fine piece of copywriting can be 10-100X more persuasive and effective than a standard piece of copywriting. But more than that, a fine piece of writing will have a lasting positive impact on your brand. It can be hugely memorable. It can become part of the popular lexicon. Remember the Apple "Here's to the crazy ones" rant that drove their long-term "Think Different" campaign? It takes time to craft that sort of thing. It takes work, re-work, and ruthless self-criticism to get that sort of thing just right. Steve Jobs was an artist in many respects, not least of all in writing.

I wonder if he ever worked with wood. 




Why Does Storytelling Work In Branding?

Humans Love Storytelling

“After nourishment, shelter and companionship, stories are the thing we need most in the world.” 
--- Author Philip Pullman

Stories. They can move us to tears, change our minds, influence our behaviors, and even inspire us to action. But it's worthwhile to ask the question: Why is that?

It’s just the way our brains work…

“Our brains have been evolutionally hardwired to process incoming information through story terms and structures,” writes Kendall Haven, author of Story Proof: The Science Behind The Startling Power of Story. Recent studies into our brain chemistry back him up. As renowned neuroeconomist and author Paul Zak has found, emotional prompting within a story triggers the brain to synthesize a neurochemical called “oxytocin” that switches on the brain’s “attentional spotlight” and triggers feelings of bonding, empathy and narrative transportation. And those feelings move us to make changes in our lives.

…and always have

From Socrates to Cicero to Springsteen, storytelling is how humans have always communicated information, shared experiences, inspired action and persuaded each other to buy into things. In fact, long before things were committed to paper, stories are how information and life lessons were communicated from person to person. It was necessary to our survival. It persists as a universal feature of every country and every culture. Using characters, actions, settings and story arcs, we package up our view of the world in a way that breaks through the clutter, captures imaginations, and stirs emotions.

Stories make ideas stick.

“Storytelling ideally confirms some truth that deepens our understanding of who we are as human beings. Stories affirm who we are. We all want affirmations that our lives have meaning. And nothing is a greater affirmation than when we connect through stories. It allows us to experience the similarities between ourselves and others – both real and imagined.” Andrew Stanton, Oscar-winning Filmmaker, Pixar